【作者】 张莹；

【导师】 仵凤清； 陈彦广；

【作者基本信息】 燕山大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 H贸易有限公司是一家经营伊利液态奶系列产品的大型商贸企业,作为产品供应链的下游企业,直接面对产品销售终端。消费者在购买时往往会深受市场多元化因素的影响,从而提高了消费者决策过程的复杂化。在产品同质化严重、竞争日益激烈的情况下,对于行业内企业都提出了更高的要求。面对市场困境,企业一方面要充分了解市场,另一方面要及时调整营销策略。在此背景下,H贸易有限公司一方面需要依靠传统的线下营销模式,另一方面还需要部署新的线上营销模式,以此来适应因消费者购买途径变化带来的消费模式转型升级。本文主要以H贸易有限公司为主要调研对象,整合了营销领域国内外专家学者们的研究论文与成果,并运用企业内部以及行业内的有关统计数据,在STP理论与营销策略组合理论的指引下,通过对H贸易公司概况、组织结构状况、公司现阶段产品营销状况以及公司经营数据等进行调研,剖析了公司在经营液态奶产品营销策略方面的主要问题以及成因。在现阶段营销问题的基础上提出关于公司组织机构、市场细分、产品策略、价格策略、渠道策略、促销策略等优化的具体办法。最后,在公司优化方案制定阶段提出了相应的保证措施。一方面推动了公司运营水平的提高,维护公司持久的竞争优势地位,另一方面对于其他同等规模的经销商,此研究也具有一定的借鉴意义。更多还原

【Abstract】 H Trading Co.,Ltd.is a large trading enterprise engaged in brand liquid milk series products.As a downstream enterprise in the product supply chain,it directly faces the product sales terminal.Consumers are affected by diversified factors when purchasing,which improving the complexity of consumers’ decision-making strategy.In the case of serious product homogenization and increasingly fierce competition,higher requirements are put forward for enterprises in the industry.Facing the market dilemma,on the one hand,enterprises should fully understand the market,on the other hand,they should adjust their marketing strategies in time to win a place in the fierce market competition.Only the marketing strategy in line with the current development strategy of enterprises can promote the growth of enterprises.In this context,H Trading Co.,Ltd.needs to rely on the traditional offline marketing mode on the one hand,and deploy a new online marketing mode on the other hand,so as to adapt to the transformation and upgrading of consumption mode caused by the change of consumers’ purchase ways.Taking H Trading Co.,Ltd.as the research object,this paper combs the literature and research results of Chinese and foreign scholars in the field of marketing,uses the relevant statistical data within the company and industry,and studies the general situation,organizational structure and current situation of product marketing strategy of H Trading Co.,Ltd.with the guidance of STP theory and another theory named marketing mix.This paper also told the questions and causes in the marketing strategy of liquid milk companies.Following the current marketing issues,this paper puts forward specific schemes for the optimization of organizational structure,market segmentation,a lot of market strategies.On one hand,it can ensure the sustainable competitive advantage of the company.On the other hand,it also has a certain reference significance for other dealers of the same scale.更多还原